YouTube Outlines Advanced Creator Collaboration Tools at NewFronts 2025

YouTube’s announced some new tools to help brands collaborate with creators on promotions, including an AI-powered search option that will help brands find relevant creators on any given topic.

The feature is a new element of YouTube’s “Insights Finder” (currently in beta), which provides advanced discovery options, using Google’s latest tech.

The new creator discovery element aims to connect brands and agencies with relevant creators, based on conversational queries.

Enter in your search terms, and the system will produce a listing of YouTube creators in your chosen subject niche.

There’s a range of customization filters for your searches, so you can drill down to the exact right match for your campaigns. And once you find the right influencers for you, you can reach out direct from the listings.

It’s not available to everybody just yet, but YouTube’s hoping that its advanced creator matching tools will soon provide more capacity to link brands up with the most relevant creators in very specific niches.

YouTube’s also announced some updates to its Creator Partnerships Hub, including improved campaign performance metrics, and updated creator profile displays.

It’s also launching a new API that’ll be “focused on connecting brands with creators,”

As per YouTube:

“Soon, eligible influencer agencies and SaaS platforms will be able to supercharge their creator tools with creator insights.”

That’ll give more third parties the tools they need to facilitate branded content opportunities.

YouTube’s also bringing Partnership Ads to Display and Video 360 campaigns, while it’s also expanding its creator Takeovers offering, which provides more opportunity to maximize your messaging by aligning your promotions with select creators.

Takeovers enable brands to pay for custom messages from creators that are shown ahead of their videos. So you can have, say, MrBeast endorse your product directly, giving you direct, focused reach in popular clips.

YouTube first announced Takeovers last year, but it’s now expanding them to more brands and creators.

Some interesting promotion options, which could help you spark more interest in your offerings.